National Consumer Survey from E-Score Reveals
Rankings of America’s Top Brands and Provides Insight into Attributes of
Each

LOS ANGELES--(BUSINESS WIRE)--There may be millions of people in the U.S. walking around with iPhones,
but apparently there are more people with chocolate bars in their
pockets, according to a just-released survey of the top brands in the
country. The study, conducted by E-Score®, a leading consumer
research service that provides information to media and entertainment
companies, found that Hershey’s was the most appealing brand among U.S.
consumers.

E-Score surveyed people across the country to determine America’s
favorite brands, as well as which ones were best defined by
characteristics such as cool, sexy, reliable, green, family-friendly,
innovative and other attributes to provide an in-depth look at consumer
attitudes toward particular brands.

“One of the main reasons a consumer buys a specific brand is because of
what that particular brand stands for,” said Gerry Philpott, president
of E-Poll Market Research. “A brand’s attributes and personality can be
an extension of how the consumer wants to represent themself and
connects them to what they expect to achieve from a product or service.”

The survey was conducted among 1,500 persons with general representation
across income, age, education and geographic demographics to represent a
cross-section of the U.S. population. More than 1,000 national and
multinational brands in the U.S. were included in the study.

E-Score’s brand study is designed to reveal key drivers of appeal and
capture consumers' behavioral and attitudinal relationship with each
brand using 38 attribute ratings and multiple demographic breaks. The
data also measures brand loyalty among users and potential among
non-users, identifies the drivers of brand engagement, benchmarks brands
against competitors and across categories, measures brand involvement
among key demographic targets and tracks marketing and advertising
impact.

Following are top 10 lists for several of the attributes E-Score tracks:

Appeal

Family-friendly

1. Hershey's

1. Disney

2. Pillsbury

2. LEGO

3. Amazon

3. Golden Corral

4. Google

4. McDonald's

5. Frito-Lay

5. Scrabble

6. Johnson & Johnson

6. Wii

7. Disney

7. Cracker Barrel

8. LEGO

8. Pizza Hut

9. Coke

9. Johnson & Johnson

10. Sony

10. Pillsbury

Brand loyalty

Green

1. Amazon

1. Starbucks

2. Hershey's

2. Honda

3. Pillsbury

3. Toyota

4. Google

4. Lowe's

5. Frito-Lay

5. John Deere

6. Lowe's

6. The Home Depot

7. Walmart

7. Volkswagen

8. Coke

8. Nissan

9. Target

9. Hyundai

10. The Home Depot

10. Ford

Cool

Innovative

1. Harley-Davidson

1. Apple

2. PS3

2. Microsoft

3. Xbox 360

3. Samsung

4. Wii

4. Google

5. LEGO

5. Sony

6. Xbox One

6. Boeing

7. iTunes

7. Amazon

8. Apple

8. Skype

9. Nintendo

9. Wii

10. Jaguar

10. Nikon

Cutting-edge

Reliable

1. Apple

1. FedEx

2. Samsung

2. Amazon

3. Xbox One

3. Honda

4. Google

4. John Deere

5. Microsoft

5. Johnson & Johnson

6. PS3

6. Toyota

7. Boeing

7. The Home Depot

8. Sony

8. Google

9. Xbox 360

9. Sony

10. Audi

10. Bayer

Sexy

Trustworthy

1. Playboy

1. Johnson & Johnson

2. Hooters

2. FedEx

3. Axe

3. John Deere

4. Chanel

4. Amazon

5. Armani

5. Bayer

6. Cover Girl

6. Dove

7. Revlon

7. The Home Depot

8. Calvin Klein

8. Pillsbury

9. Maybelline

9. Honda

10. Estee Lauder

10. Toyota

11. Jaguar

E-Score is a product of E-Poll Market Research, a full service consumer
research company that provides quantitative and qualitative research to
media, entertainment and Fortune 1,000 companies. E-Poll was founded in
1997 and is headquartered in Los Angeles. More information is available
at www.epollresearch.com.